AdjustMobile app trends over the 2025 festive season | Adjust
Based on global Adjust data from Christmas Eve to New Year's Day 2026, the 2025 festive season drove significant mobile app growth.
Entertainment apps saw installs 12% above the annual average in December, with video streaming peaking at 54% on New Year's Eve.
E-commerce installs peaked Dec 26-28 at +14%, while deal discovery apps saw sessions up 37% early December.
Finance app sessions were highest in early and mid-December (up to +36%), dipping over the holidays.
Food delivery apps maintained strong performance throughout, with installs up 27% on New Year's Day.
Gaming installs rose after Christmas, peaking at +18% on New Year's Day, with subgenres like racing up 48%.
Travel app installs increased post-Christmas, reaching +23% on Dec 28.
Marketers are advised to time campaigns around these windows for maximum impact.
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